Audience-centered communication planning is a growing trend in the communication
field. Instead of starting with the overall goal, message or strategy, the plan starts with
the audience. Each audience, once identified, has an entire communication plan built
around it. Audiences can be defined as any individual or organization with the power to
significantly affect a utility's success or failure. According to the audience-centered
approach, each audience deserves its own set of goals, messages, strategies and tactics.
The paper discusses examples of potential audiences to consider when using this audience-centered
approach that include: ratepayers; special interest groups; policymakers and regulators; internal audiences; and industry representatives. For each audience there needs to be a
goal, objectives, messages, strategies, tactics, a timeline and evaluation criteria.
Depending on the goals and objectives, the paper discusses several strategies and tactics that
can be applied to each utility audience.
| Edition : | Vol. - No. |
| File Size : | 1
file
, 210 KB |
| Note : | This product is unavailable in Ukraine, Russia, Belarus |
| Number of Pages : | 4 |
| Published : | 06/15/2003 |
